Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Objectives
Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relation Principles of Personal Selling
Budget Decisions
Message Decisions Media Decisions
Campaign Evaluation
Advertising Objectives
Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time
Persuasive Advertising
Build Selective Demand
Informative Advertising
Build Primary Demand
Comparison Advertising
Compares One Brand to Another
Reminder Advertising
Keeps Consumers Thinking About a Product.
Mission
Sales goals Advertising objectives
Stage in PLC Market share and consumer base Competition and clutter Advertising frequency Product substitutability
Measurement
Communication impact Sales impact
Media
Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation
Product Substitutability
Advertising Frequency
Television
Advantages: Combines sight, sound, motion; high attention; high reach; appealing to senses Limitations: High absolute costs; high clutter; fleeting exposure; less audience selectivity
Direct Mail
Advantages: Audience selectivity; flexibility, no ad competition within same medium; allows personalization
Limitations: Relative high cost; junk mail image
Limitations: Audio only; fleeting exposure; lower attention; nonstandardized rates; fragmented audiences
Magazines
Advantages: High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life; good pass-along readership Limitations: Long ad purchase lead time; waste circulation; no guarantee of position
Outdoor
Advantages: Flexibility; high repeat exposure; low cost; low message competition Limitations: Little audience selectivity; creative limitations
Level (1)
Rising (2)
(5)
Continuous
(6)
(7)
(8)
(9) (9)
Intermittent
(10)
(11)
(12)
Month
Advertising Strategy
Message Execution
Testimonial Evidence Scientific Evidence Technical Expertise Personality Symbol
Turning the Big Idea Into an Actual Ad to Capture the Target Markets Attention and Interest.
Slice of Life
Lifestyle
Fantasy
Mood or Image
Musical
Advertising Evaluation
Advertising Program Evaluation
Communication Effects
Is the Ad Communicating Well?
Sales Effects
Is the Ad Increasing Sales?
Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter
60 50 40 30 20 10 0
1986 88 90 92 94 1996
Cons. Promo
Push
Retail Promotions
CONSUMER
Pull
Consumer Promotion
Consumer-Promotion Objectives
Entice Consumers to Try a New Product Lure Customers Away From Competitors Products Get Consumers to Load Up on a Mature Product Hold & Reward Loyal Customers Consumer Relationship Building
Consumer-Promotion Tools
Samples Coupons Cash Refunds Price Packs Premiums Advertising Specialties Patronage Patronage Rewards Rewards Contests Sweepstakes
Games
Point-of-Purchase Displays
Deal Proneness,
Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997
Examination of deal proneness among consumers in a supermarket setting Surveys & Grocery Receipts used Eight types of deals:
Deal Proneness,
Liechtenstein, Burton, & Netemeyer
Cluster analysis yielded two interpretable results: 49% are deal prone, 51% not 24% High Deal prone, 50% intermediate, 26% deal insensitive Deal-proneness a generalized construct (crosses type of promotion) Younger & Less educated more likely to be deal prone
Trade Promotions
Trade-Promotion Objectives
Persuade Retailers or Wholesalers to Carry a Brand
Give a Brand Shelf Space Promote a Brand in Advertising Push a Brand to Consumers
Trade-Promotion Tools
Price-Offs Allowances Premiums
Buy-Back Guarantees
Free Goods Contests
Business-to-Business Promotion
Business-Promotion Objectives
Generate Business Leads Stimulate Purchases Reward Customers Motivate Salespeople
Business-Promotion Tools
Conventions Trade Shows Sales Contests
Speeches
Written Materials
Special Events
Product must be customized Personal contact important Must demonstrate product Product involves trade-in/up
Sales force objectives Sales force strategy Sales force structure Sales force size
Market
Complexity
Classify customers by size Determine desirable call frequencies Determine total sales calls needed per year Determine average number of sales calls per sales representative per year Divide total by number per rep
Administration
Travel
Selling
Waiting
Satisfaction
Evaluating Salespeople
Call Reports
Work Plan
Sources of Information
Annual Territory Marketing Plan
s Sellers reservation price (seller wants s or more) Seller wants to move x to the right
Final contract
Performance Evaluation
Step 2. Pre-approach
Step 3. Approach
Knowing How to Meet the Buyer to Get the Relationship Off to a Good Start.
Telling the Product Story to the Buyer, and Showing the Product Benefits.
Step 6. Closing
Step 7. Follow-Up
Following Up After the Sale to Ensure Customer Satisfaction and Repeat Business.
Alternative Steps:
Find em
Grab em Show em Answer em
Sell em Keep em